Usually I think ads that feature sexual themes are easy and cliché attention grabbers, but I guess that in this case the approach is justified, and directly linked to the product's main attribut (I won't say benefit): so hot it hurts. Good idea for Heinz ketchup, somewhere in the asian world (you'll probably also see another version of the same concept for another product, but the exection is poorer). If anybody knows the agency credits, write them in a comment. (Thanks, Brief Blog!)